Writing releases that quickly convey essential information is a challenge for any business communicator. But when you add the unique environment of the Internet to the communications mix, the challenge becomes much harder.

Consider, for example, that the average page view on the Internet typically is less than 60 seconds, according to Nielsen//NetRatings. This is not a lot of time for investors to obtain useful information from your release.

Also consider that researchers have found that people read slower online than on paper. Researchers at Sun Microsystems estimated in a study that it is 25% slower to read from a screen than from paper. We discuss some of the reasons for this in our article Writing for IR Websites.